97 days. That’s all it took to completely reimagine and rewrite the language of the category for this little-known, multibillion-dollar mortgage company.

In a highly commoditized industry focused on rates and FICO scores, LUDWIG+ leveraged insights to dial up the joy of homeownership and dial down the angst. “Grow Happiness” has become more than a marketing campaign, it’s a pink-unicorn rallying cry, driver of the company’s mission to help 1MM American dreams come true, and filter for everything from call scripts to new product development to technology.